Knowing how to position your company's products and/or services can be difficult from within an organization. Positioning is a sales based argument that should offer specific reasons to buy. This is very different from raw advantages. Superior nuts and bolts or claiming to offer better service is not justification for purchasing. While they may be part of a position, they are usually not the lead dynamics that make one company preferable to another. Advantages are often very different from buying triggers. The development of this position is always more effectively done from the outside perspective instead of from current staff.

The reason for this is quite simple. Put simply it is sales psychology. Prospects, whether they are businesses or consumers, look for very different things than may actually be relevant to product details. While people already inside an organization may be very skilled, things like company pride can and do skew their ability to see the market from the eyes of the buyers. The fact that a product is American made for example, may matter to the seller, but in a lot of markets, the consumer could care less. Touting domestic production is less effective today than it was twenty years ago. However, not having to ship across the ocean means less damage to the product. Therefore, if you want it right the first time, domestic makes better sense. Same point, different position. The truth of the matter is that what actually matters to the purchase, may not matter at all to the consumer. As frustrating as that may be, knowing this is a great advantage. Sales arguments and market positions are designed solely to persuade potential buyers. So it is a waste of time to sell them based on what makes sense. Instead, we must sell them based on what makes sense to them.

Today's buyers are much more fickle and have a much narrower attention span. Knowing why they chose one company over another is the key to developing a persuasive position. With less time to convince them and more competitors trying to do the same, it is imperative that you understand why they buy and convert that into a focused market position. These positions evolve and your business must evolve with market demands. Today's buying triggers are vastly different than those in the future. Having the ability to track and then react to these changes dictates the winners and losers in every market. At Defiant Sales, we build internal sales machines that incorporate these principals and allow you to drive your market instead of react to it. Why hire a company that only incorporates one piece of the sales dynamic? Let us put you in the driver's seat of your market today!